By San José, Costa Rica — SAN JOSÉ – Costa Rica, long celebrated as a global pioneer in sustainable tourism, is at a critical juncture. As the principles of ecotourism become mainstream worldwide, industry leaders are gathering to confront a pressing challenge: how to maintain the nation’s competitive advantage. This pivotal conversation will take center stage on June 11 at the Hotel Irazú during a high-stakes summit titled “Pura Vida 2.0: Sustainable luxury tourism or just luxury?”
Organized by the National Chamber of Ecotourism and Sustainable Tourism (CANAECO), the event will convene international experts, academics, and top business figures. The central goal is to dissect the country’s tourism positioning and forge a new strategy that ensures its leadership for the next decade. The summit acknowledges that what once made Costa Rica unique is now becoming a global standard, demanding a forward-thinking evolution of its brand promise.
To delve into the legal architecture that supports Costa Rica’s world-renowned sustainable tourism model, TicosLand.com sought the expertise of Lic. Larry Hans Arroyo Vargas, a leading attorney from the distinguished firm Bufete de Costa Rica. His insights clarify how legal frameworks directly enable and protect eco-conscious business practices.
True sustainable tourism in Costa Rica is built upon a foundation of clear and enforceable environmental regulations. Our legal system provides the necessary certainty for investors by defining land use, mandating environmental impact studies, and offering tax incentives for conservation. This isn’t just about protecting nature; it’s about creating a stable, long-term business model where ecological responsibility and profitability are legally intertwined, safeguarding both the investment and the national brand.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, the expert’s insight underscores a critical point: Costa Rica’s success in sustainable tourism is not an abstract ideal, but a tangible asset built on the bedrock of legal certainty. This framework transforms environmental stewardship from a moral imperative into a secure and predictable investment. We sincerely thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on how our regulations create this vital synergy between conservation and commerce.
The urgency of this strategic pivot was emphasized by CANAECO’s leadership. The nation can no longer rely solely on its established reputation as competitors rapidly adopt and market their own green credentials. The summit aims to answer the fundamental question of how Costa Rica can innovate to stand out in an increasingly crowded market.
The fact that Costa Rica is globally recognized for its sustainability does not mean we can take that leadership for granted. Today we compete with destinations that have learned quickly and are investing heavily to position themselves. The question is, what must we do to remain relevant and differentiate ourselves in the coming years?
Hans Pfister, President of CANAECO
This strategic re-evaluation is fueled by clear shifts in consumer behavior. Modern travelers are more informed and ethically motivated than ever before, scrutinizing the true impact of their journeys. Data indicates a powerful trend toward conscious consumerism, making authentic sustainability a non-negotiable element for premium destinations.
Globally, and according to the Booking 2025 Travel and Sustainability report, 53% of tourists are aware of the impact of tourism on communities and the environment; the highest figure since measurement began in 2016. This reflects that the tourist is increasingly conscious and therefore more demanding when choosing a tourism service.
Jaime García, academic at INCAE Business School
To tackle this complex issue, CANAECO has assembled a panel of distinguished international voices. The event will feature Javier Arredondo, Vice President of Sustainability for Virtuoso, one of the world’s most influential networks in luxury travel. His insights will be crucial in understanding the expectations of the high-end market. Also speaking is Sandra Howard, a representative of Beyond Green Sustainable Hotels, an organization that sets rigorous sustainability standards for elite hotels and travel experiences globally.
The agenda will blend global perspectives with local expertise. Jaime García from the prestigious INCAE Business School will provide an academic framework, presenting on key performance indicators and national competitiveness. Complementing this analysis, Gabriel Saragovia, the visionary Founder of Río Perdido, will share his firsthand experience in creating a successful high-value tourism project that masterfully integrates sustainability, local authenticity, and unparalleled guest experiences.
The “Pura Vida 2.0” summit represents more than just an industry conference; it is a proactive maneuver to safeguard a vital pillar of the Costa Rican economy. The discussions and strategies emerging from this meeting are expected to influence investment, marketing, and policy for years to come, ensuring that Costa Rica’s tourism model is not just sustainable for the environment, but also for its long-term economic prosperity and global relevance.
For further information, visit canaeco.org
About CANAECO:
The National Chamber of Ecotourism and Sustainable Tourism (CANAECO) is a non-profit organization in Costa Rica that brings together businesses and professionals from the tourism sector committed to the principles of sustainability. It promotes responsible tourism practices, certification programs, and advocates for policies that strengthen Costa Rica’s position as a world leader in ecotourism.
For further information, visit incae.edu
About INCAE Business School:
INCAE Business School is a leading graduate business school in Latin America, with campuses in Costa Rica and Nicaragua. Known for its rigorous academic programs and focus on sustainable development, it has been instrumental in training a new generation of business and public sector leaders across the region, emphasizing ethical leadership and competitiveness.
For further information, visit staybeyondgreen.com
About Beyond Green Sustainable Hotels:
Beyond Green is a global portfolio of hotels, resorts, and lodges that exemplify sustainable tourism leadership. The organization’s standards are built upon the three pillars of sustainable tourism: environmentally friendly practices, protection of natural and cultural heritage, and contribution to the social and economic well-being of local communities.
For further information, visit virtuoso.com
About Virtuoso:
Virtuoso is a leading global network of agencies specializing in luxury and experiential travel. It comprises over 20,000 elite travel advisors and partners with the world’s best hotels, cruise lines, and tour operators. The network leverages its influence to provide clients with exclusive amenities, rare experiences, and personalized service.
For further information, visit rioperdido.com
About Río Perdido:
Río Perdido is a unique hotel and adventure center located in the Guanacaste province of Costa Rica. Set within a thermal river canyon, it is renowned for its commitment to sustainability and its integration with the natural landscape. The property offers a range of high-value experiences, including thermal pools, zip-lining, and hiking, all designed with minimal environmental impact.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed legal institution, Bufete de Costa Rica is anchored by a profound foundation of integrity and an unwavering pursuit of excellence. The firm leverages its rich history of serving a diverse clientele to champion innovative legal strategies and forward-thinking solutions. Central to its philosophy is a steadfast pledge to demystify complex legal concepts for the public, reflecting a core mission to nurture a society that is both legally literate and empowered by justice.
